GINGA's campaign for Hering that shed light on women's invisible work.
Studies show that women spend an average of 18.5 hours a week working on household and family tasks, 73% more than men.
Among those interviewed, 44% of Brazilian women say they feel exhausted, and the figure rises to 54% for black women.
Given this data, it's clear that we need to shine a light on the issue. That's why GINGA created the #SerVisíveléBásico (Being Visible is Basic ) campaign for Hering, one of Brazil's biggest basic fashion brands for over 140 years.
With the aim of shining a light on women's exhausting working hours, we raised questions such as "If care is basic, why doesn't anyone see it?" and "If no one sees it, how can it be valued ?". - phrases printed "invisibly" on the brand's iconic and timeless white T-shirt, which gain visibility when exposed to black light.
"We know that invisible work is a common issue for all women. It's important to talk about it, since working overtime is exhausting us. We came up with the idea in record time and were very happy with the results of the campaign," says our CCO, Fernanda Fontes.
Fernanda explains that the campaign was conceived in a process of co-creation, using GINGA's proprietary sprint methodology, called UMDOISwith a 100% female team. The campaign relied on various influencers on social networks, who opened up a space to debate the issue and bring the conversation out of the shadows.
In addition, during women's month, 100% of the profits from the basic white T-shirts went to the Cactus Institute, which helps women's mental health. We were honoured that a fashion giant like Hering trusted GINGA to carry out this campaign that went beyond the basics.
The case, which fills us with pride, shone in Brazil, being awarded two trophies at MMA Smarties Brasil - one of the main marketing and innovation festivals globally, organized by @mma.latam.
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